Kurkure is extending its brand philosophy ‘Tedha Hai Par Mera Hai’ with a new campaign, themed on a 'Kurkure family' comprising six new brand ambassadors. Parineeti Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramya Krishnan, and Shivansh were introduced individually in different films which are now on air. They will feature together in a TVC introducing them as members of one family. The film is due to air in January.
Watch the teaser videos introducing some of these characters here (story continues below).
Vidur Vyas, marketing director - foods, PepsiCo India, said, "Kurkure as a brand has always been at the forefront of innovation – be it in our product or communication. We have used progressive family insights that relate to every Indian to build our brand. Our latest initiative stems from our overall objective of creating a Kurkure mega brand with portfolio expansion and innovation. In addition to helping us target new platforms and consumer groups, this family will also act as a creative unifier as we strengthen our position as the largest salty snack brand in the country."
Nalin Sood, executive vice president - foods, PepsiCo India, said, "This campaign signals Kurkure’s evolution as the country’s most loved brand which has offerings and products for all members of the family. With this campaign, we have built on our brand heritage and taken it further in a modern and contemporary manner. For the first time ever, Kurkure has introduced a campaign with five power packed stars that will represent their love for the current brand portfolio and its future innovations. Based on the consumer needs, product proposition and personalities of the characters, we will use some or all of the stars to endorse products from the large range of offerings from Kurkure."
On the creative thought, Bobby Pawar, chief creative officer, JWT India, said, "Kurkure truly stands for its brand philosophy that we accept our families for who they are despite their imperfections – Tedha Hai Par Mera Hai. The personalities of each character depict the new age family which is modern yet traditional in its values. Each character that we have created has some imperfections and quirkiness yet they are endearing to everybody. They all come together to form a quirky modern family that we all will relate to and love."
The campaign, billed as one of the biggest for the brand since launch, was released on 17 December. Besides TV, it will spread across radio and digital media (primarily Facebook).
Client: PepsiCo India
Agency: JWT India
Executive creative director: Sonia Bhatnagar
Creative director: Ajitesh Verma
Executive business director: Joy Chauhan
Vice president and client services director: Rohit Sharma
Director: Milind Dhaimade
Producer: Varun Shah, Love & Faith
Media agency: Mindshare